The Los Angeles Rams have teamed up with augmented reality (AR) specialist ARound to launch new experiences at the National Football League (NFL) team’s SoFi Stadium home.
The Super Bowl champions debuted the new technology for the first time during the visit of the Seattle Seahawks on 4th December.
ARound’s technology allows fans at the 70,000-seat venue to access AR experiences such as graphic overlays and shared activations by pointing their smartphones at the field. The new AR experiences also provide additional marketing inventory for SoFi, the digital personal finance firm which holds the naming rights to the Rams’ home venue.
ARound first launched in August, partnering with Major League Baseball (MLB) franchise, the Minnesota Twins. The platform, part of the Stagwell Marketing Cloud, has since expanded to include in-venue broadcast integration and at-home AR experiences.
“We are thrilled to team with ARound and SoFi to incorporate AR into gamedays at the Rams House in unprecedented ways,” said Marissa Daly, vice president and general manager of Los Angeles Rams Studios.
“This experience is a continuation of the game-changing ways we’ve partnered with SoFi at SoFi Stadium and across Los Angeles to elevate the fan experience on gamedays and beyond.”
Josh Beatty, founder and chief executive of ARound, added: “Fans come to the stadium to feel closer to the game, to the players, and to other fans. We developed ARound to enhance those feelings through highly immersive and interactive AR experiences that complement the action on the field.
“With products like Apple and Google AR glasses already in development, we’re excited to open up the living room to blended TV experiences we know are the future of broadcast entertainment.”
